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Chapter 5 Discussion In this chapter I discuss how personas can guide the ethics and design of algorithmic systems, and the technical questions we can ask given the challenges facing YouTube today. 5.1 Working With (and Against) Algorithmic Personas In this section I discuss the implications of algorithmic personas. The Ethics and Politics of Algorithmic Personas Framing our understanding of algorithms as personas allows us to make use of the offline context of those personas to better understand an algorithm’s role in its current socio- technical context. Here, we analyze each of the three personas that we found in turn. Algorithm as Agent Most similar to the YouTube algorithm as Agent are talent agents in the entertainment industry. Talent agents have a stake in the financial success of the talents they represent as agents only make money when their talents do. Before the 1920s, there were no talent agents. However, as the movie industry grew and movies studios consolidated to a few powerful ones, it was difficult for talents to navigate the industry. Agents who advocate for talents sprung and spread, becoming a major stakeholder in the power chain of the entertainment industry [49]. Hollywood agents –though dominated by a few big agencies– still provide talents with a few options to choose from. However, the YouTube algorithm as Agent is the only option that YouTubers have which means that YouTubers are completely beholden to the the algorithm. More recently Multi-Channel Networks (MCN) have formed that collectively represent a number of YouTube channels as clients [22]. However these networks are mostly reserved for high profile YouTubers. 24PDF Image | How Content Creators Craft Algorithmic Personas and Perceive the Algorithm that Dictates their Work
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